Pet Product News International January 2016 44
Where the Glamorous Dogs Go
An uptown boutique catering to the rich, the famous and those in the know
BY LIZETT BOND
Besides fame and fortune, what do Carrie Underwood, John Legend, CeeLo Green,
Christina Aguilera and even
royalty have in common? Their
pets strut their stuff in hip, up-to-the-minute attire from D.O.G Pet
Boutique in Los Angeles. Situated near the sophisticated Beverly
Center and adjacent to both West
Hollywood and Beverly
Hills, the chic boutique
caters to a host of celebrities and trendsetters
from around the world.
“We aim to be different and innovative,
strive to be front runners,
and have received a lot of
exposure from the media
as a result,” said Christian
Velasco, co-owner, with
Chris Price, of D.O.G Pet
Boutique, Pet Product
News International’s Retailer of the Year 2015-2016 for
Outstanding Pet Boutique.
After Price was unable to find
the stylish clothing and accessories he felt his newly adopted
Chihuahua/dachshund mix, Bailey, deserved, Price and Velasco
decided to set up shop.
“We wanted something sim-
ilar to the feel of a Kitson—the
stores have cool accessories and
products,” Velasco said. “All the
celebrities shop there.”
Chancing upon the ideal
1,000-square-foot location, the
pair opened D.O.G. Pet Boutique
and started welcoming customers
“It was luck: There is a dog
groomer next door, and it’s the
perfect location for us,” Velasco said.
The opening coincided with
the media’s spotlight on Paris
Hilton and her dressed-to-the-nines pooches. The craze took off
“Paris Hilton pretty much
made this trend,” Velasco said.
“We have an insane amount of ce-
lebrities who shop in our store, but
when she was going to all the bou-
tiques, we were one of her stops.”
As a result, the boutique also
garnered media attention and has
been featured on reality shows,
morning news segments and
holiday episodes of “E! News.”
When queried during a newspa-
per interview as to what D.O.G.
stood for, Velasco’s off-the-cuff
answer was “Dogs of Glamour.”
“The answer just literally came
into my head; it’s where all the
glamorous dogs shop,” he said.
Today, a large portrait of
debonair Bailey, clad Hugh Hef-
ner-like in a red robe while pos-
ing regally on a lounger, takes
center stage in the boutique.
“People come in and say Bailey is literally the king,” Velasco
said. “However, it’s important to
engage our custom-
ers and make them feel special,
too, particularly when it comes to
their furry children.”
As a premier dog-pampering
destination, the boutique features
a wide array of clothing, accessories and more.
Kicky frocks for every occasion, including dresses, hoodies,
tanks, blouses, skirts, vests and
jackets, allure shoppers.
“We look for things that cus-
tomers are going to fall in love
with,” Velasco said. “It’s good
quality, it’s cute, and they just
have to have it.”
Discerning canines and their
humans in search of that stun-
ning, one-of-a-kind collar can
create their own statement by
selecting from the breathtaking
display of leathers, colors, studs
and stones. These made-to-order
beauties are guaranteed to fit and
to last for a year.
“We’ll even do real diamonds,
if requested,” Velasco said.
An assortment of toys await
frisky four-legged patrons, in-
cluding the very popular paro-
dy toys, such as the plush Coco
Chewnel perfume bottle. These
playthings also are used in col-
lection displays. For instance, the
Sniffany and Co. plush toy, a blue
box with white ribbon, might
complete a blue-color-scheme
display featuring a charming out-
fit and sumptuous bed.
Dogs heading for a night out
on the town with their humans
will cause a red carpet stir when
posing in a gorgeous carrier or
purse created by Dogs of Glam-
our. The in-house product line
offers a variety of stylish carriers,
clothing and accessories.
However, beyond fashionable, high-quality items, the inventory encompasses necessities,
such as harnesses and leads, several brands of spa products and
yummy bonbons to drizzled bully sticks from the Barkery. The
goodies, created by local bakers,
are displayed enticingly in a case
reminiscent of a candy counter.
Packaged treats also are available.
JUST A PAW CLICK AWAY
Tourists make up 50 percent of
D.O.G.’s business, and once home
from their holiday, customers
can add to their dog’s glamorous
wardrobe by shopping at the online boutique.
“We already had the website,
and from there it grew and grew
and we kept adding products,
and now we offer all different
types of products from different
vendors,” Velasco said.
Shipping is free in the U.S.,
with a minimal charge for overseas shipping.
“We once had a $9,000 order
from one of our royal customers,”
he said. “It was a happy day.”
DOGS OF GLAMOUR
Price and Velasco also began to
design their own line of chic and
elegant clothing and accesso-
ries. Featuring natty harnesses,
high-fashion carriers, luxurious
beds, creative toys and colorful
rugs, the Dogs of Glamour line
launched at SuperZoo in Las Ve-
gas in 2013.
“We knew we needed to cap-
ture the presence of our store
with our online boutique, Dogs
of Glamour,” Velasco said.
Moreover, what would an
upscale, Hollywood boutique
be without a celebrity brand
ambassador? Graciously filling
that role is Harrison Zulander.
The Yorkshire terrier, which belongs to singer CeeLo Green and
his fiancée, came on board to
serve as model and spokesdog
in March 2015.
“You’ll always see Harrison
Zulander wearing our designs,”
SEE YOU AT THE CLUB
Reminiscent of a Las Vegas pool
club, the boutique’s Doggy Day
Club opened in fall 2015. Utilizing
500 square feet of boutique floor
space, visiting dogs relax under
umbrellas on pup-sized loungers
or enjoy a dip in a “pool” filled
with plastic balls and squeak toys.
A grass “field” is adjacent to the
To complete the vibe, clubbers
boogie to the beat of music videos
playing on a big screen television.
“We got really creative with
a small spot,” he said. “Nobody
else has a dog day care facility
with actual loungers and music.”
The 21-pound weight limit is
advertised as an “under 21” rule,
with 30 dogs accepted per day.
The antics of the canines are
visible to shoppers through large,
“That’s how customers fall
in love with the space,” Velasco
said. “It’s all about having fun.”
Local hotels also refer visiting
tourists to the Doggy Day Club,
and pick up and delivery service
“We are adjacent to a really
popular, dog-friendly hotel,” he
said. “It’s such a trend to travel
with your dog, and that’s one
of the reasons we started the
Day Club, to offer that service
to tourists. You can’t take your
dog everywhere, so why not
Location: 346 N. La Cienega Blvd.
Los Angeles, CA 90048
Co-owners: Chris Price, Christian
Employees: 2 full time, 2 part time
Years in Business: 9
Square Feet: 1,000
Products and services: Clothing,
carriers, collars and leashes, custom
collars, beds, treats, spa products,
Barkery, Doggy Day Club, pick up and
delivery, Dogs of Glamour clothing and
accessories, online boutique, adoption
days, Yappy Hours, D.O.G. stylist
engage our custom-